OnTap Magazine

Skills development is a critical catalyst for unlocking South Af- rica's economic potential and addressing the persistent chal- lenge of unemployment. The beer industry is an economic driver in many communities across South Africa. We boast with over 200 craft breweries with world-class products and uniquely local taste experiences. Craft beer tourism is currently underutilised as an economic resource and job creator. The Beer Association of South Africa (BASA) was recently instrumental in launching two new training programmes to give people the skills and knowledge to further unlock the economic potential of beer tourism in South Africa. The Craft Beer Association of South Africa (CBASA) launched a new training programme earlier this year that aims to equip local tour guides with the knowledge and skills to guide travellers seeking experiences that involve exploring local breweries and tasting artisanal beers. The unique Certified Craft Beer Guide Training Course is a huge step forward in establishing beer tourism and showcasing South Africa’s rich beer heritage. It aims to stimulate employment opportunities not just in the beer sector, but in the tourism sector as well. “Craft beer tourism presents an opportunity for tour guides to diversify their offerings and attract a new segment of travellers. Beer Tourism doesn’t exist of only beer tours; and a brewery can also be added to a stop on an existing route for an authentic experience of South African culture,” said Wendy Pienaar, chairperson of CBASA. "In countries like theUS, over 7%of all tourists are interested in visiting a craft brewery. That shows the potential. Brewing is uniquely African. Beer is after all the South African drink of choice, and beer routes has a lot to offer to local economies. In Belgium for example, beer tourism attracts over 1.6 million visitors every year, significantly boosting local hospitality and retail sectors," she adds. The new Certified Craft Beer Guide Training Course will equip local tour guides with the knowledge, skills, and accreditation necessary to take guests on engaging and informative brewery tours. Once completed, participating tour guides will be able to showcase local craft brewers and inform tourists on beer styles and brewing techniques. The course will also equip participants with marketing strategies to promote and sell brewery tours. In July, BASA also teamed up with the Central University of Technology, Free State and the Sommeliers Academy to continue the Beer Ambassador Certificate Programme. The programme upskills students in the hospitality and tourism fields with high-level beer training and a certificate that makes them more employable. It also aims to trigger interest in further study in the art of brewing beer, and other skills in the industry. The full-day workshop was designed to equip students at the Hotel School with a solid foundational knowledge of beer and the skills necessary to enhance the sales and service of beer within the hospitality industry. The training focussed on developing the soft skills essential for optimizing beer service and meeting patron expectations. Through a combination of lectures, role-playing exercises, and practical case studies, students learnt the art of proper beer presentation and service, glassware and temperature management, food pairing, and effectively addressing client expectations. The students received a Beer Ambassador Certificate Diploma after completing an exam. Such skills development initiatives not only benefit those who undergo the training, but also serve to support the national government’s aim to grow and develop skills and competencies to address gaps in the labour market. DEVELOPING THE SKILLS THAT ARE CRITICAL FOR SOUTH AFRICA’S BEER TOURISM ontapmag.co.za | Spring 2024 | 9